Almo Corporation Capstone:
Critter Sitters Rebrand
Iryna Yavorskyy
Art Direction
Details
5 Week Duration
Almo Corporation
Methods
Product Photography
Video Production, Ae
Branding & Visual Consistency
Rebranding with Purpose:
Internship Capstone at Almo Corp.
During my internship at Almo Corporation—a leading distributor of major appliances, consumer electronics, and premium home goods—I had the opportunity to work on a variety of e-commerce design projects, from Amazon A+ content to product photography and enhanced images. For my capstone project, I was tasked with leading the design rebrand for Critter Sitters ottoman line, one of Almo’s distributed brands known for its whimsical line of children’s and pet furniture.
I directed and executed product photoshoots, created white-background and lifestyle imagery, edited Product Detail Page videos and Instagram Reels, and developed a suite of optimized creative assets for e-commerce platforms—all while adhering to brand guidelines and retailer specifications. This project not only allowed me to showcase a wide range of design skills, but also deepened my understanding of visual storytelling, content strategy, and the impact that creativity has on digital retail success.
Creative Asset Development:
White Background Images
After spending hours both shooting at the in-house studio and an off sight scene, the photos I took were finally ready to be edited into
high-quality white background images.
This involved:
Image Isolation: Removing backgrounds from product images to produce clean, isolated PNGs.
Cohesive Lighting: Enhancing the lighting and color balance of images to ensure visual consistency across the product line.
Final Export: Exporting images as PNGs against a stark white background, ensuring they met Almo's quality standards.
Defining Workflow Gaps:
Streamlined Process
A few weeks in, I came across recurring process issues while bouncing between WBIs and Lifestyles during my side work. As I wouldn’t want to see a similar issue happen with assets being created for an outside company, I identified a critical gap in the existing design workflow: the lack of raw images, working files, isolated PNG uploads to OneDrive.
By advocating for a standardized uploading process that required all process, working, and final files/exports be added to the server, I significantly reduced time spent on repetitive tasks. This initiative not only improved efficiency but also enhanced team collaboration.
Visualizing the Product:
Lifestyle Images
While the WBIs were shot in-house, I got to shoot the lifestyles offsite at a scene of a child's bedroom. This allowed me to create a setting that aligned with the brand's playful yet functional aesthetic. I edited each image, enhancing realism by refining shadows, adjusting lighting, and perfecting colors to perfectly integrate the ottomans into their environment. This process involved extensive masking, layering, and even Adobe AI-assisted adjustments to ensure every detail was spot on, making the ottomans truly come to life within its intended space.
Detailed Product View:
Enhanced Images
I created enhanced images for platforms like Amazon, Walmart, and Wayfair which highlight product features and specifications. This included:
Visual Storytelling: Combining white background and lifestyle images to create engaging visuals that adhered to brand guidelines.
Cohesive Design: Utilizing a consistent color palette and design elements, such as new icons and patterns I created, to ensure brand identity was maintained across all EIs.
Video Production & Editing:
PDP & Instagram Reel
A pivotal aspect of my internship was the opportunity to create promotional videos for social media using Adobe AfterEffects. I learned essential skills such as:
Cinematic Techniques: Filming video clips with a focus on slow, steady movements to capture product details effectively, employing various filming orientations for versatility.
Creative Editing: Editing video content to create cohesive and engaging narratives, synchronizing transitions and music to enhance the viewing experience. This process involved selecting the best footage, adding transitions, and ensuring the pacing matched the music's rhythm.
The PDP (Product Detail Page) video, as displayed at the top of the page, was designed for retail sites like Amazon, focusing on product features, quality, and lifestyle applications to help buyers visualize the ottoman in their homes. Meanwhile, the Reel was created for social media, using a dynamic, visually engaging approach to attract attention and build brand awareness.
Listing Necessities:
A+ & Spec Sheets
In addition to product images, I developed A+ content for Amazon listings, which included product details presented in a visually appealing format. This task required me to follow not only the brand consistency of Critter Sitters, but uphold the strict standards Amazon requires. To fit these needs, I designed PDF layouts that aligned with the brand's style guide, incorporating graphics, fonts, and icons that enhanced product visibility and appeal.
I also created a spec sheet detailing the product’s dimensions, materials, and unique features. This document provided a quick reference for internal teams and retail partners, ensuring all technical specs aligned with marketing and product guidelines.
Lasting Impact
This rebranding initiative successfully increased product purchase rates by 6% on Amazon and 8% on Walmart, establishing a new design template that other employees could follow for future rebranding efforts. The assets I created are now utilized across multiple platforms, including the company's website and social media channels.